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Usually, users decide whether to open or not an email in about 3-4 seconds, therefore you have to try to catch their attention with the subject line.

Shorter is Better

As a general rule of thumb, stick to 50 characters or less. Since most people scan their inbox, make it easy on them when figuring out whether to open your email. If you absolutely must have a longer subject line, make sure that the first 50 characters are the juiciest part. Businesses use urgency (ie. 24 hours left!) because it works, but like any marketing strategy used too often, it loses it’s effectiveness if you over-do it. Use urgency when it makes sense, but don’t come to depend on it.

Be specific

Get straight to the point. Tell users what to expect from your email in order to make them open it. Make sure your subject line it’s clear and relevant to users. Tip: you can also personalize the subject line with users’ name, location, etc.

Add symbols/ emojis

Many of us got at least one time an email which had a special character in the subject line, such as a star, an umbrella, a sun, etc. The use of emojis in subject lines is nothing new to marketers, as it has been used frequently to catch users’ attention. When used properly, emojis can help you get a higher open rate, but this depends entirely on your business and your subscribers. However, there are times when emojis can bring trouble:
  • They can affect the sending process: users might not receive your email, or it will go into the spam folder, as nowadays many spammers use emojis.
  • The emojis might not render the same way in all inboxes or they might not show at all; instead, you can see a character like this 
Also, as a reminder, if an email is opened, that doesn’t guarantee you that this will bring clicks or conversions.